The tourism industry and tourism sector services are becoming an increasingly important part of national economies. The development of tourism in Slovenia, which is also based on the perception of sustainability and sustainable principles, is no exception. Sustainable tourism can represent one of the competitive advantages of tourist destinations and at the same time the development of sustainable tourism also represents the right of the local population to a quality living environment. The master's thesis focuses on marketing strategies of sustainable tourism, with the empirical part focused on the Upper Savinja region. The research question focuses on sustainable marketing approaches, which are shown on concrete examples of the main and largest providers in the Upper Savinja Valley. The empirical part consists of interviews with tourism providers and of interviews with The Development Agency which represents all 7 municipalities of the Upper Savinja region. The aim of the master's thesis is to investigate how sustainability is perceived and supported by marketing in the tourism-developing region of Slovenia, how providers are committed to sustainability and how the Development Agency of the region takes care of reminding and emphasizing the importance of sustainability in tourism
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